Segmenting nonprofit stakeholders to enable successful relationship marketing: a review

• When establishing relationships with stakeholders, nonprofit organizations must define appropriate target groups to allocate resources purposively. This paper explicates that link by reviewing the literature on nonprofit stakeholder segmentation and by discussing whether stakeholder segmentation is perceived as a prerequisite of successful relationship marketing by nonprofit researchers.
• We develop two conceptual dimensions of nonprofit stakeholder segmentation: the stakeholders segmented and the segmentation criteria used. A systematic database and journal search yielded 53 papers, categorized according to these two dimensions. The studies are described briefly, and the relevance of the relationship marketing concept is examined and discussed. Several research gaps emerge from this review, leading to propositions for further research.

Copyright © 2014 John Wiley & Sons, Ltd.     

On the Effectiveness of Social Marketing—What Do We Really Know?

Social marketing continues to play an important role, as societies are facing diverse social problems. Therefore, scientific findings on the effectiveness of social marketing are particularly interesting. A rigorously elaborated, structured, state of the art covering two aspects—not only the currently observed restricted focus on health campaigns, but also the whole spectrum of topics and the diversity of applied methodologies—is needed. Accordingly, this article aims to identify and categorize relevant findings on the effectiveness of social marketing in a tentative holistic model, with a main focus on framing determinants. A research agenda, which includes research propositions on framing determinants in social marketing effectiveness, to enhance scientific progress in the field, is deduced from this state of the art.